WEBVTT Kind: captions; Language: en

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As the stylists surround our lives with
functional forms of beauty, so they

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surround themselves in an
atmosphere of aesthetic challenge.

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For the studio of design is an inspiration
in itself, where men and women,

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representing a variety of talents,
join their efforts and

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materialize their dreams.

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To give us a better understanding of the
basic elements which go to make up the

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American look, let us look at an example
of how styles and designs are created

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and developed.

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Working in an artistic atmosphere,
men and women of taste and imagination come

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together to take on the task of
creating a design which will express

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the American look.

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To every stylist, engineer,
draftsman and clay modeler,

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as well as the specialists on color,
fabrics and metals, the creation of a new

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design is a complex process and
a tremendous challenge worthy of

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their most exhaustive effort.

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And because the newest designs must be
kept confidential until just the right

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moment, the stylists work in
rooms that are constantly locked.

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And here the dream begins,
as the basic concepts of the design problem are

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defined and outlined.

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In the broadest terms,
the objectives are stated and clarified,

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appraised and evaluated.

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And thus, a design theme, an imaginative
but practical goal, is established

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and agreed upon.

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Now there is only the stylist's creativity,
his courage to dream,

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his knowledge and his experience,
to bring forth a beginning, a starting

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point, a place of departure.

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And from such dream work of individual
stylists, there emerge finally a number of

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concepts, which although varying greatly
in specific treatment, still conform to

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the established limits of
the overall design theme.

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Now the choice narrows down to one or
two concepts, which combine the best

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styling features from all the other efforts.

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With the basic concept established,
the design must now undergo an intensive

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period of improvement, refinement, changes

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and revisions.

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Emerging at last as the culmination
of ideas developed in many minds

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through many months.

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The stylists convert the smaller sketches
into full-sized renderings and line

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drawings, which once again develop
and refine the design theme.

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New dimensions now are added to line to
translate the stylist's concept from

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drawings to full-bodied forms.

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To model the detailing for the finished design,
a pliable material is needed.

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And the form is sculptured into a
faithful bodily expression of the

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full-sized line drawing.

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Contours are established and held true
to the exactions of templates, which

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accurately transfer the dimensions
for conforming surfaces.

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At the same time, the individual art forms
of decorations are sculptured in clay

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for a continuing development of
the three-dimensional theme.

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Now, the dreams are presented for approval.

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The exterior concept is the design
theme of the interior and its concepts

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of complement in color.

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Textures must harmonize with colors,
and fabrics must be durable as well as

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artistically compatible with
the overall interior theme.

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Each design concept, exterior as well as
interior, is now translated from clay

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to plaster, from plaster to fiberglass.

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Thus, the ideas, the concepts and the
dreams of the stylists come to life in the

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form of full-scale components
modeled in fiberglass.

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To give us the blend of functional beauty,
now comes the final transformation

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into metal, glass, fibers and fabrics.

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Modern technology has supplied the
American stylist with new materials of

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intriguing lightness and great strength.

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The distinguishing marks of the new American
look are in art forms, in colors and

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in the expressive changes of surface,
which bring out the new textures

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and the interplay of materials.

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Designs in straight, delicate lines,
designs in graceful curves, designs of

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strength without bulk,
beauty of function as well as beauty of form.

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[...] Roc indoors or outdoors,
wherever we go or wherever we

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stay, now and in the future,
we can all depend on the stylist

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to beautify everything we need.

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From the eye appeal and swift effectiveness
of the smallest utensils in the

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kitchen of the future, to the serene

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grandeur of our glistening structures,
the hand of the stylist is ever

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designing changes to improve
our life of the future.

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Thanks to the American stylist.

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Yes, thanks to the men and women

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who design.

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[...]

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[...]